MAPP Centre

Welcome to the MAPP Centre – Research on Value Creation in the Food Sector for Consumers, Industry and Society.

We conduct research that generates insights into people´s perception and behaviour in the agricultural and food system. We study behaviour of stakeholders, customers, and citizen-consumers in the area of food, drink and related services and sectors, and develop implications for industry and public policy.

VR Retail lab - part of FOODHAY project

The MAPP Centre and the Commercial and Retail Management group have jointly developed the
VR Retail lab. This was funded by FOODHAY - FOODHAY is the Food and Health Open Laboratory, funded by the Ministry of Higher Education and Science.

Nordic-Baltic consumer sustainability understanding in a food context

Four colleagues of the MAPP Centre have studied Food sustainability understanding in the Nordic-Baltic region, through a representative, cross-country survey, to serve as a basis for a labelling framework in Europe. The report can be found here https://pub.norden.org/temanord2023-530/ - or see this video for a breakdown of core findings:

Citizen-consumer understanding of upcycling in the food system

In the PlantPro project, MAPP Centre has amongst others explored citizen-consumer understanding and perception of ‘upcycling’ as a concept and through the resulting products. See how this was done, and a glimpse of the reasons and reactions, in this video:

Biotech meets the consumer plate: When microbes make food - what do consumers think about precision fermentation?

From biotech breakthroughs to future foods, the EIT Food project "Precision Fermentation: From Biotechnology to Sustainable Nutrition" explored how consumers understand this emerging technology and its potential for sustainable nutrition.

Watch the video to discover what consumers really think , and what the project revealed.

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MAPP publications

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Banovic, M., Nikolakis, G. & Grunert, K. G. (2017). Future of protein foods: Co-creating plant-protein enriched foods with consumers. Poster session presented at XV EAAE Congress Towards Sustainable Agri-Food Systems: Balancing between Markets and Society, Parma, Italy.

Thøgersen, J. (2017). Housing-related lifestyle and energy saving: A multi-level approach. Energy Policy, 102(March), 73-87. https://doi.org/10.1016/j.enpol.2016.12.015

Thøgersen, J., Pedersen, S., Paternoga, M., Schwendel, E. & Aschemann-Witzel, J. (2017). How important is country-of-origin for organic food consumers? A review of the literature and suggestions for future research . British Food Journal, 119(3), 542-557. https://doi.org/10.1108/BFJ-09-2016-0406

Grunert, K. G. & Loebnitz, N. (2017). Let’s be realistic: The impact of perceived brand authenticity and authentic advertisements on consumers’ purchase intentions. Paper presented at EMAC 2017, Groningen, Netherlands.

Schnettler, B., Miranda, H., Miranda-Zapata, E., Salinas-Oñate, N., Grunert, K. G., Lobos, G., Sepúlveda, J., Orellana, L., Hueche, C. & Bonilla, H. (2017). Longitudinal multigroup invariance analysis of the satisfaction with food-related life scale in university students. Appetite, 113, 91-99. https://doi.org/10.1016/j.appet.2017.02.020

Hung , Y., Grunert, K. G., Hoefkens , C., Hieke, S. & Verbeke, W. (2017). Motivation outweighs ability in explaining European consumers’ use of health claims. Food Quality and Preference, 58, 34-44. https://doi.org/10.1016/j.foodqual.2017.01.001

Perrea, T., Krystallis Krontalis, A., Engelgreen, C. & Chrysochou, P. (2017). Much too new to eat it? Customer Value and its impact on consumer-product relationship in the context of novel food products. Journal of Product and Brand Management, 26(6), 616-630. https://doi.org/10.1108/JPBM-09-2015-0984

Orquin, J. L., Chrobot, N. & Grunert, K. G. (2017). Predictable object locations enhance top down control of eye movements. Paper presented at EMAC 2017, Groningen, Netherlands.

Schnettler, B., Orellana, L., Sepúlveda, J., Miranda, H., Grunert, K. G., Lobos, G. & Hueche, C. (2017). Psychometric properties of the Multidimensional Students' Life Satisfaction Scale in a sample of Chilean university students: Propiedades psicométricas de la Escala Multidimensional de Satisfacción con la Vida en Estudiantes en una muestra de estudiantes universitarios chilenos. Suma Psicológica, (24), 97-106. https://doi.org/10.1016/j.sumpsi.2017.06.001

Peschel, A. O. & Aschemann-Witzel, J. (2017). Redeeming Guilty Pleasures - Sustainable Consumption Across Vice and Virtue Categories. In A. Gneezy, V. Griskevicius & P. Williams (Eds.), NA - Advances in Consumer Research Article 18 F Association for Consumer Research. http://acrwebsite.org/volumes/1023700/volumes/v45/NA-45

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Revised 30.03.2026

Merete Elmann